Copywriting Articles by Seth Czerepak
Relevance in Copywriting – Relevance is the most important principle in marketing. We live in the most aggressively solicited society in history. Human attention is practically an economic currency. If you want to see what I mean, do some paid advertising online. Most platforms will tell you how much money you paid for just a few seconds …
Curiosity in Copywriting – If relevance is how you connect with your reader, curiosity is how you turn that connection into interest. Think of curiosity as the psychological glue that keeps your reader’s eyeballs stuck to the page or keeps them tuned in to your video or audio message. This is why curiosity is the …
Curiosity in Copywriting – If relevance is how you connect with your reader, and curiosity is how you turn that connection into interest, hope is how you turn your reader’s interest into a burning desire. Think of hope as the fuel that turns up the volume on that interest until they can literally feel it …
Rapport in Copywriting – If relevance is how you connect with your reader, and curiosity is how you turn that connection into interest, and hope is how you turn that interest into desire, rapport is how you turn that desire into motivation. Before I reveal the secret to building rapport in copywriting, you should know …
Storytelling in Copywriting – There are two ways to use storytelling in copywriting, the right way, and the wrong way. In the first four articles of this series, we talked about turning attention into interest, interest into desire, and desire into urgency. The final two techniques will focus on turning urgency into action. Technique #5: …
Hypnotic Copywriting – While I did not coin the term hypnotic copywriting, the practice of hypnotic storytelling has been around for a long time—possibly thousands of years or more. Since this is my series, I’ll give you my definition of hypnotic copywriting, which is synonymous with my definition of trance in copywriting: “Creating a synthetic …
Emotional Copywriting – Emotional copywriting is based on two central rules. The first rule is that your prospect’s interest in your offer is usually based on an internal conflict between their drive to meet a need and the pain of not having that need met. The second rule is that emotional copywriting contrasts the pain …
Suspense in Copywriting – The dictionary defines suspense as “uncertainty, worry, or excitement in wondering about the result of something.” The better job you do at creating this uncertainty, worry, or excitement in your reader, the more likely they are to stay with your message until the end. I’m going to put this definition into …
What is Positioning in Copywriting? It’s based on one of the most misunderstood ideas in modern marketing, which I’ll introduce in a moment. First, let me clarify something about positioning in general. Positioning only applies to prospects in Stage #3 of the Buyer’s Journey. If you’re positioning your brand, product, or service for Stage #1 …
There are two ways to create Urgency in Copywriting: external pressure, and internal pressure. External pressure is simple. All it takes is an irresistible limited-time offer. Internal pressure is more complicated, but also more powerful. In fact, if you create enough internal pressure, your limited-time offers will become much, much more effective. Creating internal pressure …
Dog Whistle Marketing – Most copywriters have a thesaurus or two or three handy, maybe one on their computer. A lot of copywriters have the “Words That Sell” thesaurus compiled by Richard Bayan. My shelf also includes Roget’s Descriptive Word Finder, and Descriptionary: A Thematic Dictionary, and, of course, a basic Webster’s Dictionary. Dan S. …